Old Major Market LLC, an artisan meat distributor in Indianapolis, plans to keep all Bitcoin it receives on its balance sheet starting in 2026 rather than converting those payments into cash, according to a report published by Bitcoin Magazine.
The piece, written by Vagabond, opens with a visit to Kaffeine Coffee Co. on Fulton Street in Indianapolis, where the author said he saw another local Bitcoiner paying in sats. That encounter led to a conversation about a broader Indiana merchant network that the local Indy Bitcoin Group has been helping introduce to Bitcoin.
Old Major shifts from instant conversion to holding BTC
The report says one of the recurring criticisms of merchant Bitcoin adoption is that many businesses accept BTC only to liquidate 100% of it through payment processors such as Square. It argues that this can change once owners spend time reading about Bitcoin and decide they would rather hold it.
Old Major LLC is presented as one such case. According to owner Mark LaFay, the company made what he described as a major strategic decision: beginning in 2026, Old Major Market will keep 100% of the Bitcoin it receives directly on its balance sheet. The article says the company concluded that holding bitcoin offers meaningful long-term upside.
LaFay also said Old Major ships its meats to all 48 lower states. He added that the maple bourbon bacon is especially popular. The article gives a nod to Bitcoiners in Central Indiana who have been coming by for more than a year to buy bacon, sausages, and specialty meats with sats.
According to the report, the shop initially agreed to accept Bitcoin while converting each transaction into cash right away, but the steady flow of Bitcoin payments eventually caught the owner’s attention.
The article’s 1% orange pill math
Bitcoin Magazine used a hypothetical example to argue that a small but consistent customer base can make the business case for merchant Bitcoin acceptance easier to see.
- Baseline: A local merchant with $1 million in annual revenue and a 10% profit margin earns $100,000 in net profit.
- 1% new customer shift: If local Bitcoiners account for 1% of total sales, that would equal $10,000 in annual Bitcoin transactions.
- BTC holding strategy: The article then assumes the merchant decides to hold that Bitcoin in 2026 and that BTC doubles in value during the year. Under that scenario, it says a 1% shift in payment preference would lift the owner’s total annual take to $120,000, a 20% increase.
The article’s conclusion on that model is that a focused group of customers directing their spending to supportive businesses can move merchant adoption, whether the owner starts by holding Bitcoin from day one or comes to that decision later.
Other Indianapolis examples: coffee and wine
Beyond Old Major, the report highlights two local businesses in Indianapolis.
Kaffeine Coffee Co., located in downtown Indianapolis, is described as a third-wave craft coffee shop using Bitcoin-native payment rails. The article says meeting fellow Bitcoin users at the counter shows how coffee shops can serve as a natural gathering point for local community building.
The Rejoicing Vine, in northwest Indianapolis, is described as a mission-driven winery focused on sparkling wines and as a host venue for local Lightning Socials. According to the article, owner Brent Kumfer agreed more than a year ago to accept Bitcoin through Square, benefiting from zero processing fees and a steady flow of local Bitcoiner events. The business is not yet holding bitcoin, the piece says, but is considering it.
Call for more merchant stories
The story says a growing directory of verified Bitcoin-accepting merchants appears below the article. It also says businesses that want to be added to the map, or readers with a city and story to feature in a future installment of the series, can write directly to vagabond@b.tc for the “Now Accepting Bitcoin” column.
Appendix: the Indiana merchant list included in the article
The appendix attached to the report lists around 200 Indiana merchants that accept Bitcoin, grouped by sector and accompanied by store addresses. Categories include arts and entertainment, automotive and repair, bars and wineries, beauty and wellness, cafes and desserts, home services, groceries and specialty foods, professional services, restaurants, retail, thrift stores, and tattoo and piercing studios.
Arts & Entertainment
- LangLab (Arts Centre) — 1302 High St, South Bend
- AMC Castleton Square 14 (Cinema) — 6020 E 82nd St, Indianapolis
- AMC Washington Square 12 (Cinema) — 10280 E Washington St, Indianapolis
- AMC CLASSIC Bloomington 12 (Cinema) — 2929 W 3rd St, Bloomington
- AMC Perry Crossing 18 (Cinema) — 380 Cinema Blvd, Plainfield
- AMC Showplace Traders Point 12 (Cinema) — 5920 W 86th St, Indianapolis
- AMC Indianapolis 17 (Cinema) — 4325 S Meridian St, Indianapolis
- AMC CLASSIC Crawfordsville 8 (Cinema) — 205 Dry Branch Rd, Crawfordsville
- Fort Wayne Improv (Theatre) — 1314 E State Blvd, Fort Wayne
- Pine Acres Miniature Farm (Zoo) — 6801 Union Chapel Rd SE, Corydon
Automotive & Repair
- 317 Auto Service — 499 Wall St, Greenwood
- Hobbs Automotive Diagnostics & Repair — 3594 SR 9, Anderson
- McIntire Auto Repair — 1927 S Curry Pike, Bloomington
- Salvadors Collision — 30841 Old US 33, Elkhart
- 2nd Chance Towing & Repair — 2252 Straight Line Pike, Richmond
- Bulls Tire Shop — 2233 E Washington St, Indianapolis
- Direct Tire — 1506 N Post Rd, Indianapolis
Bars, Breweries & Wineries
- Westfield Wine Vault — 100 N Union St, Westfield
- Mad Hyena Bar and Grill — 1538 Indiana Ave, New Castle
- Fish Moon Brewing Company — 309 N Main St, Rushville
- The Health Club Taproom & Cafe — 6420 Cornell Ave, Indianapolis
- Books & Brews — 9402 Uptown Dr, Indianapolis
- Tollys Bar and Grill — 2341 Maple Ave, Terre Haute
- Easley Winery — 205 N College Ave, Indianapolis
- The Rejoicing Vine — 8440 W 82nd St, Indianapolis
Beauty, Hair & Wellness
- Apothecary Salon & Spa — 2050 Burton Ln, Martinsville
- Allure Salon — 100 S 1st St, Zionsville
- Angel Barber Studio — 1990 Conner St, Noblesville
- B Beauty — 11717 E Washington St, Indianapolis
- Brow Ink — 5250 E US Hwy 36, Avon
- Bryans Barbershop — 224 N 12th St, Decatur
- Cutting Loose Salon — 3815 S Main St, Elkhart
- Exotic Nails — 1617 E Michigan Rd, Shelbyville
- Harmony Day Spa — 7654 N Bleck Rd, Trail Creek
- Indulge Beauty Salon — 3521 Lake Ave, Fort Wayne
- Lee s Barber Lounge — 409 W Taylor St, Kokomo
- Lux Esthetics Lab — 1251 US-31 N, Greenwood
- Luxury Spa & Nails — 217 S Green River Rd, Evansville
- Marengo Barber Shop — 109 Main St, Marengo
- Mdg Salon — E 116th St, Carmel
- Midou Studio — 9935 E 42nd St, Indianapolis
- Modern Barbershop and Salon — 1641 N Lebanon St, Lebanon
- Naturally You — 6101 N Rural St, Indianapolis
- Sarah L Studio — 6251 Winthrop Ave, Indianapolis
- The Station Hair Parlor — 200 Byrd Way, Greenwood
- Wax that Cat — 3009 25th St & 3042 State St, Columbus
- Indy Holistic Massage — 1133 W Main St, Greenfield
- Sacred Roots Custom Massage — 26 W Broadway St, Shelbyville
Cafes, Bakeries & Desserts
- Gramz Bakey and Cafe — 409 Washington St, Columbus
- Kaffeine Coffee — 707 Fulton St, Indianapolis
- Moar Tea — 448 Massachusetts Ave, Indianapolis
- Seoul Fresh — 49 W Maryland St, Indianapolis
- The Beach Hut — 100 W Moss Pkwy, Michigan City
- The Java Bean Cafe — 151 N 2nd St, Decatur
- Cosmic Cardinal Cafe — 101 W Ohio St, Indianapolis
- Capstone Cafe & Bookstore — 6620 Northview Way, Indianapolis
- Rocky Mountain Cafe — 209 Lincolnway, La Porte
- Wildflour Bakehouse — 1012 E County Rd 750 S, Nineveh
- Brown s Shuga Shack — 6099 State Rd 16, Monticello
- Heartland Homemade Ice Cream — 4911 S Emerson Ave, Indianapolis
- Sugar + Ice — 103 S Randolph St, Garrett
- Sugarfield Creamery — 1051 E Tabor St, Indianapolis
Contractors, Repair & Home Services
- 33 Electric — 7939 Dix Rd, Indianapolis
- AR Engineering (HVAC) — 3002 W Western Ave, South Bend
- Bravo Carpentry — 305 Railroad Ave, Wheeler
- DEG Electronic Repair Services — 3712 N Mitthoeffer Rd & 2818 Westlane Rd, Indianapolis
- Energy Efficient Replacements / 574-Sunroom — 51285 Bittersweet Rd, Granger
- KM Electronics — 8238 Madison Ave, Indianapolis
- NGR Electric — 4320 Calhoun St, Gary
- Roman Tech Computer Repair — 3611 E US Hwy 12, Michigan City
- TechBar — 4121 Cleveland St, Gary
Groceries, Specialty Foods & Farms
- Old Major (Butcher) — 4201 Millersville Rd, Indianapolis
- The Wurst (Butcher) — 130 N Broad St, Griffith
- For You Brewing Supplies — 503 Honey Creek Dr, Terre Haute
- Hidden Acres (Farm) — 10645 W 425 S, Wilkinson
- K&B Liberty Farms — 2254 Nature Ln SE, Corydon
- Binford Farmers Market — 6620 Northview Way, Indianapolis
Professional & Financial Services
- D M Property Management — 6446 Ralston Ave, Indianapolis
- Dennis Hartley & Son Monuments — 89 E Walnut St, Martinsville
- Great Lakes EV Charging — 51285 Bittersweet Rd, Granger
- Inguard Insurance — 231 W Canal St, Wabash
- Olive Tree Resources (NGO) — 110 E Market St, New Albany
- Overhauser Law Offices — 101 W Ohio St, Indianapolis & 18 E Main St, Greenfield
Restaurants, Fast Food & Delis
- Amorè Fine Italian Ristorante — 730 Highlander Point Dr, Floyds Knobs
- Food King Chinese Restaurant — 1472 E 86th St, Indianapolis
- Full Circle Grill & BBQ — 110 W Berry St, Fort Wayne
- George s Gyros Spot #2 — 1201 W 37th Ave, Hobart
- Grateful Grubs BBQ — 5654 IN-10, DeMotte
- Guadalupe s Mexican Grill — 2031 South Bend Ave, South Bend
- Lonestar Bar B Que — 905 N Park Dr, Evansville
- Major Munch — 101 NW 1st St, Evansville
- Oscar s Pizza — 515 N Buckeye St, Kokomo
- Panini Panini — 1720 Franklin St, Michigan City
- Rusted Silo Southern BBQ — 411 N State St, Lizton
- Social Que BBQ and Catering — 1701 Franklin St, Michigan City
- The Lincoln Kitchen — 704 Silhavy Rd, Valparaiso
- The Owlery Restaurant — 118 W 6th St, Bloomington
- Tlaolli — 2830 E Washington St, Indianapolis
- Tsunami Sushi & Korean Wings — 700 Sagamore Pkwy N, Lafayette
- Turkuaz Cafe — 301 E 3rd St, Bloomington
- Union Jack Pub — 921 Broad Ripple Ave, Indianapolis
- Uptown Cafe — 102 E Kirkwood Ave, Bloomington
- Griller s Restaurant — 1240 119th St, Whiting
- Oh Mamma s On The Avenue Deli — 1202 Mishawaka Ave, South Bend
- OyVey! Bakery & Deli — 901 Lafayette Ave, Terre Haute
- Cracklin Shack — 5058 S 800 W, Swayzee
- Hoosier Spice & BBQ Company — 11622 NE Executive Dr, Edinburgh
- Las Cubanitas — 53 Valparaiso St, Valparaiso
- Los Dos Amigos by Awiwi — 202 Carrie Ln, Columbus
- Steak n Shake — 30+ locations statewide (Avon, Indianapolis, Fort Wayne, Lafayette, Bloomington, Elkhart, South Bend, Terre Haute, Greenwood, Valparaiso, Columbus, Clarksville, Seymour, Merrillville, Schererville, Muncie, Bedford, Lawrenceburg, Franklin, etc.)
- Steve s Una Pizza — 1005 S Saint James Blvd, Evansville
- Union Jack Pub Food Truck — 924 Broad Ripple Ave, Indianapolis
Retail, Apparel, Hobbies & Specialty Shops
- Above ALL Bowling Supply — Valparaiso & Hobart
- Blossom Floral Design — 615 N Michigan St, South Bend
- Geeked Out Games — 10830 Bennett Pkwy, Zionsville / Fishers
- Its Not Corn (Apparel) — 120 N Miller Ave, Marion
- Jayla s Gifts, Plants, Flowers — 207 E Market St, Nappanee
- Jewelry Gallery — 17425 Carey Rd, Westfield
- Lake Effect Florals — 278 E 1500 N, Chesterton
- Mr. Kay s Fashionable Shoes — 2218 Southlake Mall, Merrillville
- Nature s Mercantile — 122 N Main St, Auburn
- Nick Nackery — 201 E Virginia St, Evansville
- Old-School Outpost (Games) — 3825 S East St, Indianapolis
- Prideland Comics & Collectibles — 5668 Crawfordsville Rd, Speedway
- Rock Bottom Resale — 11186 County Rd 34, Goshen
- Rock Daddy (Esoteric) — 418 E McGalliard Rd, Muncie
- Sewer Lair Toys — 3197 S 3rd Pl, Terre Haute
- Smoke Xpress (Tobacco) — Michigan City & Elkhart
- Svpplements — 316 W Cleveland Rd, Granger
- The Co Op Shop (Video Games) — 3540 State Rd 38 E, Lafayette
- Unique Creations by Joe — 1148 S 17th St, Kokomo
- Versed Skateboard Shop — 1006 Virginia Ave, Indianapolis
- War Room Tabletop Gaming — 10830 Bennett Pkwy, Zionsville
- 710 Lounge (Cannabis) — 3673 W 86th St, Indianapolis
- A Pooch Palace (Pet Grooming) — 3839 S Lafountain St, Kokomo
- First & Wilkerson Designs / Farmkidz Apparel — Fort Wayne & Lebanon
Second-Hand & Thrift Stores
- DTF Sales — 51 N Main St, Cloverdale
- Millie s Thrift Store — Lafayette (2 locations) & West Lafayette
- MoJo s Thrift-N-Collectibles Store — 527 Cass St, Wabash
- Mood — 248 Spring St, Jeffersonville
Tattoo & Piercing Studios
- A1 Art Tattoos — 4606 E Michigan St, Indianapolis
- Altered Image — 10030 E US Hwy 36, Avon
- Big Time Tattoos and Piercings — 5353 Madison Ave, Indianapolis
- Crown Point Tattoo — 114 W Hack Ct, Crown Point
- Evolution Tattoo — 2901 Mitchell Rd, Bedford
- La Familia Tattoo — 529 W Chicago Ave, East Chicago
- Resurrection Studios Tattoos & Piercing — 2200 Elmwood Ave, Lafayette
- Tracy Scott at Bankai Tattoo Collective — 421 7th St, Columbus
The post, titled “Now Accepting Bitcoin: Old Major Market Brings Artisanal Meats to 48 States,” first appeared on Bitcoin Magazine and was written by Vagabond.